Essays on choice under uncertainty and framing effects in marketing

Valli, Veronica

Preview

PDF
Valli_Dissertation.pdf - Published
Download (3MB)

URL:	https://madoc.bib.uni-mannheim.de/45560
URN:	urn:nbn:de:bsz:180-madoc-455608
Document Type:	Doctoral dissertation
Year of publication:	2018
Place of publication:	Mannheim
University:	Universität Mannheim
Evaluator:	Stahl, Florian
Date of oral examination:	25 May 2018
Publication language:	English
Institution:	Business School > ABWL, Quantitatives Marketing (Stahl 2013-)
Subject:	330 Economics
Subject headings (SWD):	Zeitpräferenz , Feldexperiment , Kontexteffekt , Preisgestaltung
Keywords (English):	intertemporal choice , subscription promotions , time preferences , field experiment , framing effect , context effect , compromise effect , pricing
Abstract:	In case of preference uncertainty, choice-sets and promotions framing can influence purchase decisions (Campbell and Diamond 1990; Levin et al. 1998; Simonson 1989). In this dissertation, I extend the investigation of framing effects from their influence on decision-making to their influence on post-purchase behavior. In particular, I show that people might show opposite preferences for equally valued but differently framed promotions (chapter two) on subscriptions extensions or might increase choices of items that can complement and enhance a first average choice (chapter three). Accordingly, the two scientific essays embedded in this dissertation represent an attempt to integrate choice under uncertainty (in present and future states) and framing/ context effects.